With six years of consecutive same-stores sales growth under its belt, Arby’s has a meaty marketing story to tell.
CMO Rob Lynch, who took the job in 2013, has led the way and paved a marketing path some might have thought risky, a call to consumers that “We have the meats.”
The strategy has been a mix of social, jumping in to capitalize on pop-culture (remember Pharrell Williams hat that resembled Arby’s logo?), lots of video, traditional advertising and the introduction of unique new products like venison burgers in locations populated with hunters.
Here, Lynch talks with BrandChannel about how much fun it is to run the marketing department, the challenges of operating in a saturated fast-food category and how much more life the campaign “We have the meats” still has. Read the article …
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